83. From SEO to discoverability: How search is changing with Laura Jawad

SEO isn't just about keywords and Google rankings anymore.

Your potential customers are searching everywhere, from Google and YouTube to ChatGPT and other AI tools. And increasingly, those platforms are trying to understand who you are, what you're known for and whether you're a credible source worth recommending.

So what does that mean for the way you approach SEO in 2026?

In this episode, I'm joined by SEO strategist Laura Jawad to explore why it's time to think beyond rankings and start looking at your entire online footprint.

We're talking about the connection between SEO, discoverability, reputation and customer experience, plus what actually helps Google and AI search tools understand what you should be known for.

If you've ever worried that AI search means everything you've learned about SEO is suddenly obsolete, this conversation will put you at ease.

What we cover:

• Why SEO is no longer just about keywords and rankings
• The difference between rankings and true discoverability
• How AI is changing the way potential customers search for businesses
• The importance of consistently talking about what you want to be known for
• What Google and AI look for when deciding whether you're a credible expert
• Where SEO fits into the customer experience and customer journey
• The three things Laura would prioritise to become more discoverable over the next year

Connect with Laura Jawad:

Website: https://www.laurajawadmarketing.com/

Instagram: https://www.instagram.com/heylaurajawad/

FREE SEO Scorecard:  www.laurajawadmarketing.com/what-would-they-do/

View the episode transcript here.

Where to from here?

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